BSA / Shinhan Life / MM Mega Market Vietnam / ICAEW

OUR WORK

MM Mega Market Vietnam

MM Mega Market brand (formerly Metro Cash & Carry Vietnam) was launched on January 10, 2017. The rebranding followed the acquisition by TCC Thailand of Metro Cash & Carry’s entire wholesale operations in Vietnam for an enterprise value of €655 million in January 2016, marking the largest acquisition deal in the Vietnamese retail sector. MM Mega Market has expanded to 21 Wholesale Distribution Centers and Supermarkets nationwide, along with 5 Fresh Sourcing and Supply Centers, 2 Depots with more than 4,000 employees, and thousands of suppliers.

Pham Communications was the PR agency for Metro Cash & Carry Vietnam since 2014, and has continued to be trusted and selected as the PR agency for MM Mega Market Vietnam from 2016 until now, 2024. We are extremely proud to have partnered with MM Mega Market for over 10 years like an internal team, contributing to building the brand and enhancing the reputation of MM Mega Market in the Vietnamese market.

Situation

Inheriting the reputation and credibility of the Metro Cash & Carry Vietnam brand, BJC/TCC Thailand faced the challenge of building the new MM Mega Market brand. Particularly, the Thai retailer aimed to transition the business model from Metro’s wholesale operations to retail. Additionally, following the acquisition of Metro, there were numerous negative press articles and media crises.

Since 2017 until now, 2024, Pham Communications has been closely involved in all communication activities for MM Mega Market Vietnam, effectively managing the brand’s public relations through these challenges.

Our scopes of services

Public Relations: Coordinate and execute PR activities for new product/services launches, promotion, CSR initiatives, corporate PR, CEO brand.
Crisis Management: In close collaboration with the Communications team and the Board of Management, to provide strategic advisory plans to effectively manage media crises and formulate recovery strategies to restore the brand’s image post-crisis.
Copywriting services and PR booking.
Media Relations: Strengthen relationships with local media through strategic engagements such as Media Days, year-end parties, and other relevant events.

Results

More than seven years after its rebranding, MM Mega Market has established and affirmed a strong position in the market. MM Mega Market has consistently ranked in the top 10 most reputable retail businesses for several consecutive years. The Thai retailer has successfully expanded its retail business model alongside the wholesale model of Metro Cash & Carry Vietnam, significantly growing its presence in the Vietnamese market.

Skills

Media Relations
Crisis Management
Corporate PR
Thought Leadership
Event Management
Copywriting